With the rapid development of digital technology, information technology, Internet, mobile Internet and social media, the media fragmentation trend is increasing, the audience exposure time is further divided, the media that can attract the attention of the target audience in effective time will become The most development potential of the media.
Audience recognition, help the transformation of advertising effectiveness
Our research found that outdoor LED large screen can effectively enhance the audience awareness and attitude of the brand, for outdoor media, respondents are more inclined to think that outdoor LED screen advertising on the brand is a strong brand and the industry The leading brand and so on.
At the same time LED large screen advertising to enhance the brand and product impression is also very helpful, 76.1% of the audience affirmed the outdoor LED large screen advertising on the brand and product impression to enhance the greater impact. Product advertising efforts and the resulting good brand image, for consumers to buy will have a pivotal role.
Contact with outdoor LED large screen advertising, the audience behavior by advertising, resulting in follow-up behavior intention, of which nearly 20% will take the initiative to search the relevant information, 6.7% will be directly into the shop consultation, 24.7% will try to buy the product, 37.3% will be passed to others or take the initiative to discuss the relevant product information, the formation of secondary transmission.
Audience high-end, marketing value is obvious
The survey found that the outdoor LED large screen media to reach the crowd the main body with young, highly educated and high income characteristics, often exposed to the audience in the proportion of 21-45 years 80.2%, college education ratio of 65.9% , The proportion of senior managers 34.8%, they have a stable and high income, spending power (see Figure 4).
Technological innovation and establish a brand image
Famous outdoor media expert Lu Zhenzhong that innovation and improve the quality of the media is very important, some outdoor media has launched interactive screen and two-dimensional code scanning and other new technologies to attract consumers to participate in the process of brand communication, thereby enhancing the integration of media advertising value.